Case Study

How We Helped a Cosmetic Company Reach New Markets

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Product description: SEO optimized writing in French and adaptation in Spanish, German, Dutch and Flemish of product sheets in the field of beauty.

Last year, an online cosmetics and beauty boutique launched a consultation for the writing and adaptation of product data sheets in four languages. We proposed our services and were chosen following several meetings to discuss and parameterize the project.

Together, we defined the style, target audience and objectives for each market.

The first step was to understand our customer's expectations for this project, which is an integral part of the company's long-term strategy. Together, we defined the style, target audience and objectives. Our role was to accompany our customer, alongside a trusted partner who had created the content strategy proposed upstream. This was only possible with the active and committed participation of all those involved: our customer, its subsidiaries (or distributors) and our team.

Following the implementation of the strategy and the launch of the first product sheets for the French site, the foreign teams immersed themselves in the customer's world via the documentation provided and the preparatory meetings with each subsidiary, each language having its own dedicated contact. The challenge of this project was multi-faceted: the quality offered in all languages, meeting promised deadlines, the tempo and volume of articles, and efficient and structured content management.

Tips for a successful project:

STEP 1: Preparation

Prepare content in advance: over the course of several workshops, draw up a detailed editorial charter that will enable everyone involved to target the audience, the message you wish to convey and the editorial line to adopt.

STEP 2: Develop an Organizational Plan

As with any long-term project, it's important to draw up an appropriate organization and a precise schedule. The project must be considered in its entirety, from the design of the file to its final delivery, including technical content management via translation software, for example. Please note that it is highly advisable to validate the project stages and deadlines with all those involved, to avoid any unpleasant surprises along the way.

Pro Tip: For content that's perfectly adapted to the Internet, don't hesitate to carry out a semantic audit for each of your target markets. This will play an active part in increasing visibility and generating traffic to your site.

STEP 3: The Writing Phase

Once the groundwork has been laid, the writing can begin. It's best to start with an initial test batch, so as to validate the proposed style and formatting of content, and above all to ensure that the proposed quality meets expectations, while enabling the team to work in good conditions.

It's important not to neglect the documentation time required during the copywriting stage.

You'll need to provide documentation and reference files to give as much detail as possible about the products. This is time-consuming, but essential if you are to produce a good-quality data sheet similar to the one created by an in-house product specialist.

STEP 4: Content Validation

Once you've completed your batch of sheets, carry out an overall validation check, to avoid any clumsiness in the content. This feedback is always very useful, enabling us to refine expectations and learn more about each product. It's a real challenge to get involved in a brand's content and learn how to talk about its products. For this phase, the greater the collaboration between all those involved in the project, the more enriching the project will be, and the more relevant and attractive the content.

STEP 5: Linguistic Adaptation

Once the French content is ready and validated, it's time to tackle the language adaptation. This stage also represents a challenge in terms of timing. The challenge is to process a large volume of content in a short space of time while maintaining the same level of quality as in the original language.

Since the aim is to obtain a multilingual file identical to the original, the best solution is to use CAT software. This will enable teams to keep all terminology in memory and to have consistent proposals throughout the project, with an adapted translation for each key term.

Pro Tip: Don't hesitate to draw up validated glossaries, in order to work on a reliable basis.

STEP 6: Validation of Language Adaptation

Once again, each subsidiary must validate the files in its own language and make any necessary changes. At this stage, it's advisable to make arrangements with the people in charge of validation to save time and ensure systematic validation of content.

LAST STEP: The Launch

Once all the content has been written, validated and adapted, all that's left to do is put it online, and reap the rewards! If you want to do even better next time, don't forget to give feedback to the various participants, for even greater success.

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